Global Bank Liberia transitions to Bloom Bank Africa

By Lewis S. Teh

One of Liberia’s commercial banks, Global Bank Liberia Ltd, has transitioned to Bloom Bank Africa (Liberia) Limited (BBALL) in a bid to boost its operation here.

 At a colorful ceremony held on January 30, 2024, officials of the bank say the rebranding signifies a commitment to delivering tailored banking solutions designed to drive prosperity for the people of Liberia. The rebranding aligns with the bank’s strategic direction following its acquisition by Oakwood Holdings Liberia Limited (OHLL). 

According to the bank, the new identity reflects its goal to become a robust, tech-driven, Pan-African bank, focused on fulfilling the diverse financial needs of its customers. The bank’s new logo, featuring the resilient lotus flower, symbolizes its ability to flourish consistently. 

The logo incorporates blue, green, and orange, colors that represent the bank’s core values of excellence, growth, passion, and agility. During the unveiling of the new brand, Managing Director/CEO, Mr. Olalekirector a Balogun, emphasized the bank’s redefined mission:

 “Our focus is on enabling our customers to prosper and facilitating significant progress for them. We are committed to being a key channel for capital investment in Liberia, fostering growth for businesses of all sizes, and supporting Liberians and their enterprises to succeed.” 

Mr. Balogun says the aim is to provide reliable financial guidance and support, particularly to SMEs, ensuring the sustainability of these vital businesses that drive the economy.

He notes that the introduction of the new brand marks the initial stage of the rebranding journey, with further exciting developments and initiatives set to follow.

He affirms that ‘Bloom’ symbolizes growth, development, prosperity, and a journey from good, to better, to best, saying “As a Bank, we are committed to nurturing businesses, individuals, and institutions in Liberia, providing banking solutions that cater to their unique needs.”

 The CEO continues that much like a flourishing flower, the bank is dedicated to delivering the right blend of capital, technology, and expertise to power the growth of businesses, support government institutions, and empower the dreams of every Liberian. 

He adds that through strategic partnerships with regional and international partners and leveraging the strength of Oakwood Group, they will ensure the movement of finance and resources from areas of surplus to areas of deficit while serving as conduit for transformative growth where it’s most needed. 

“As a bank, we are passionate about helping businesses, individuals, and institutions in Liberia to grow and develop, by providing products that speak to their inherent needs.”  

He discloses that bank cash management products are designed to facilitate a seamless flow of finance across all the value chains of the business industry in Liberia, creating value and convenience for all. 

Also speaking, Bloom Bank Africa Board Chairman, Mr. Ohis Ohiwerei, assured President Joseph Nyuma Boakai and the Government of their unwavering support.

“Our institution is committed to being an active partner in Liberia’s developmental journey, aligning our resources and expertise to support the government’s vision for economic growth, infrastructure development, and social upliftment.” He says

Mr. Ohiwerei extends gratitude to the Central Bank of Liberia for their invaluable support during the bank’s transition, guiding them into this new phase.

 “Our commitment to collaborating with you to advance financial inclusion in Liberia, especially in this digital age, remains unwavering.  

“We are committed to leveraging technology and innovation to empower citizens and businesses alike, driving financial literacy and accessibility across Liberia.” He said.

According to him, their journey as an institution mirrors the natural progression of life, akin to a child’s growth from infancy through the various stages of development to maturity, adding that change and growth are the hallmarks of life, and that what truly matters, however, is the nature of this change and the direction of growth. Editing by Jonathan Browne